'Experience Old Spice' Invests Youngbloods with Worldliness

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We were ready to pan this new campaign by Old Spice but after exploring it we realized there was no way that we could. Experience Old Spice reaches for a younger demographic, but instead of trying to make itself young and cool like other brands, Old Spice positions itself as the brand of choice for men of culture and experience.

And who better to tell you what manliness is than Bruce Campbell, the kitsch king who demolishes zombies with chainsaws and boomsticks?

The campaign includes a 50-question test gauging whether you're man or boy. And instead of asking beer-oriented questions while a chick undresses, these are actually pretty tough. Can most 20-something guys tell the difference between a Monet and a Van Gogh? We're sure they'll be able to after this.

Also check out the section where worldly men their pass life experience on. Learn critical skills like how to shake hands like a Siberian and how to read aircraft gauges. And get advice from Bruce Campbell himself.

We love this campaign. We just love it. And we hope they expand on the effort, because it's the perfect way to reinvigorate an aging brand.

by Angela Natividad    Feb- 5-07    
Topic: Brands, Good, Online



Pizza Hut Improves MySpace Effort, Still Falls Short

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So, Pizza Hut's removed most everything we found unliveable about their Pizza Hut delivery guy effort on MySpace. This time around they're shooting for something innocuous and mild, changing their protagonist from a ridiculously self-absorbed tool to a fairly average gamer and HD lover.

The updated MySpace also includes Youtube videos that pretty much demonstrate how irresistible the guy is when he's got a box of pizza in his hands. Judging from the jump in friends (it's nearly doubled), the revamped MySpace is apparently slightly more palatable than the previous effort, but unless Pizza Hut plans on using the guy outside of MySpace in long-term ad campaigns or other guerilla efforts, we don't see it working much in their favour.

by Angela Natividad    Feb- 5-07    
Topic: Bad, Brands, Guerilla, Online



Job Posting Seeks Blog And Message Board Seeder

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According to this Craig's List job posting, a New York agency wants to hire a writer to post comments on blogs and message board as part of a "viral marketing campaign." If we are understanding the ad correctly, it appears the agency wants this person to seed blogs and message boards with comments as part of a marketing campaign. While these "planted" comments happen all the time, acceptance of or retaliation against depends entirely on how the efforts are conducted. If it's seen as schilling something in an inappropriate environment or using verbiage that's overly salesy, it'll be shot down the minute it starts.

One could argue this sort of effort is clandestine and should never occur. Others might argue it's simply another form of public relations playing its part to sway opinion. We'd hope this effort would consist of more than just panted commentary and include a blog or its own. Perhaps it will. The ad isn't clear on that point. Either way, the devil is clearly in the details on this one.

more »

by Steve Hall    Feb- 2-07    
Topic: Online, Weblogs



Michelin's Super Bowl Spot Wants You to Go Here

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Here's where Michelin's Super Bowl spot will point you on game day. Perhaps it's because we just returned from the place, but this site makes us feel like we're in the middle of a combination of Disney World rides. While the swirling camera animation is very cool, we're not quite sure what the site's trying to tell us. But don't listen to us. We're squarely in the "don't waste time fucking around with distracting, cool shit. Just tell us what you're fucking selling" category.

UPDATE: OK, now we get it. The site's just video from the commercial (which ran pre-game Super Bowl 2007). The commercial makes sense because there's voiceover. Maybe the website needs a voiceover too.

by Steve Hall    Feb- 2-07    
Topic: Good, Online, Super Bowl 2007



Sunsilk Behind Creation of Freaked Out, Hair-Cutting 'Bridezilla' Video

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A tipster tells us the hair care brand Sunsilk was behind the creation of the strange "bridezilla" video which was posted on YouTube January 18 and received 9 million views before it was pulled. It's back up now and in the video, a bride enters a hotel room full of bride's maids, proceeds to flip out and cut her hair off because it looks so bad. Initially thought to be an innocently created farce, it's now been revealed the four women in the video are actresses and were paid to appear in it. What wasn't known until now, according to our source, is that Sunsilk, working with Toronto-based Capital C Communications, was initially involved but backed out at the last minute. It's unclear why Sunsilk separated itself from the project.

While the four women are getting all the glory right now, we've spoken to the director of the video who has graciously promised us more details as soon as he makes sure all his legal "I's" and "T's" are properly crossed. As soon as we have more information, we will gleefully pass it along to you.

UPDATE: Sunsilk, perhaps jealous of all the media attention the four actors are receiving, is now acknowledging their involvement with the creation of the video.

by Steve Hall    Feb- 2-07    
Topic: Brands, Online, Strange, Video



Wells Fargo Flops with Backstage Endeavor

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Some campaigns are launched with high hopes only to be buried by more important things or simply bad planning. This is what we think happened with Wells Fargo's strange 2006 Backstage campaign, boasting music by no-name artists, a weird Stagecoach Island game, and a national tour (less Woodstock than a futile set of volleyball games).

We would never have found out about the campaign that didn't fly if we hadn't been to the bank yesterday, where we saw a card sticking out of a machine and went in to return it. The coiffed rep gushed, "good behaviour needs rewarding" and, after quizzing us on our FICO savvy, gave us a Backstage shirt. We harbor the suspicion there are about 4,000 said shirts in the backstage of the branch, but didn't say anything.

Of course, had we searched Adrants, we would have realized the game's been around in one form or another for over a year. Aren't we good?

by Angela Natividad    Feb- 2-07    
Topic: Bad, Campaigns, Guerilla, Online



Shoot-The-Hottie Paint Ball Game Promotes Movie

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Here's a fun time-waster that falls into the shoot-the-hottie category. Called School For Scoundrels: Fight Dirty, it's an online paint ball game to promote the movie School for Scoundrels that lets you shoot paint balls at guys, girls or an image of someone you upload into the game.

by Steve Hall    Feb- 2-07    
Topic: Games, Good, Online



Anti-Ad Agency Makes Ads Against Ads

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Appropriating ads and turning them into fuck-the-man messages is not actually anti-advertising. It's turning an ad into another (granted, irony-rich and possibly more sophisticated) ad.

While like Mortarblog we have serious doubts about the Anti-Advertising Agency's claim that "city dwellers see 5,000 ads per day," we agree that the world out there is oversaturated ad-wise. But in an ideal world, that raises the bar for us - not to become more ostentatious with our messages, but to make them more slow-moving and subtle. In an ideal world, anyway.

We dig what the Anti-Ad Agency's trying to do. It's important to ask questions about the presence of ads in our daily lives. But isn't that what this whole consumer-gen thing is all about? It's our strong suspicion that, short of finding a society bent on ridding themselves of ads, what they truly want are ads on their terms and not The Man's. That's okay with us.

by Angela Natividad    Feb- 2-07    
Topic: Agencies, Good, Online, Outdoor



Vista Gets a Second Life. Of Course.

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With live concert, billboards everywhere imaginable, a big pretty theme park and yada yada yada.

So ... Vista's still trying to be down with the homies and Second Life's still trying to colonize reality and the internet, all at the same time. Ho hum. Get a first life, Vista.

by Angela Natividad    Feb- 1-07    
Topic: Online



Handmade Phaeton Promoted with Hamburg Handiwork

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Isn't it beautiful what hands can do? That's the question VW asks at the end of this Phaeton ad by Grabarz & Partner Werbeagentur out of Hamburg. With a playful instrumental and impressive handplay, Volkswagen draws attention to the potential of hands to do more than grope, play games and spread the flu. This is meant to showcase the notion that the Phaeton is as elaborately handmade, though we're hard-pressed to imagine a set of European craftsmen sitting around adding final details to a VW.

We agree with Motionographer that it's probably not the most effective ad. It's a long, patient watch and these are not prized audience characteristics. But we like the thought, talent and attention to detail that went into putting it together. If ads are the art that will speak in years to come for society today, we'd rather it be Volkswagen's elegant handplay than, well, this.

by Angela Natividad    Feb- 1-07    
Topic: Best, Online, Television










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